SIMON SAYS

"Computers ease the burdens on the workload of locksmiths by helping them build and sustain accounts.

Computers give locksmiths an easy way to create a database of their satisfied customers, enabling them to periodically inform their customers of newer and better products."

By Jim DeSimone

Laurence (Laurie) Simon (#9382) received his zillionth request for technical data during his family's 101st year in the lock and hardware industry. The call came all the way from Saudi Arabia. There was something special about this call. A competitive manufacturer to the line that Simon was representing had told this caller "Call Laurie Simon-he knows more about our products than anyone here at the factory:' Simon solved the problem for the unknowing caller, and the manufacturer who referred the caller to him filled the order.

The request wasn't unlike many other he had received in the past; he possesses a wealth of product knowledge, and was constantly swamped with calls from those who needed product information. But this call compelled him to begin an effort to bolster product awareness among industry professionals. After lending his expertise for this caller, a thought occurred to him:

Why is it that so many people have so many questions about security products?

Multiple Solutions:

First, not everyone involved in locksmithing is fully dedicated to learning as much as possible about each new product Next, not all products are included in a given manufacturer's catalog. Some manufacturers leave the products that don't sell as well as other products out of their own catalogs (special products made for OEM are examples). That doesn't necessarily mean that they no longer carry the product, though.

Another reason for all the product questions is that manufacturers are basically the only entities that put out catalogs. A security pro would have to have a catalog from every manufacturer to be completely immersed in product awareness.

The computer is the only efficient way to keep a TMK register,

a critical record for any locksmith servicing keying systems.

This is one of the most important, yet infrequently kept records

in locksmithing.  It is one of our best kept secrets.  Considering

the state-of-the-art, failure to keep a TMK register, at least,

on paper, represents a significant liability.

                                                                                                  Jerome Andrews, CML                                

It tracks my business, it tells me if I am making a profit,

and if so, how much.  It tracks my work orders, or

Service calls, tells me if they are complete, or that

I have parts ordered for completion.  I could go on and

on describing many tasks that my computer  does

for me, but I guess The number one thing is

“it makes me money.”  

                                                                                                Dallas Brooks

Data Disclosure:

The problem posed an interesting challenge to the sagacious Simon. He realized that his weary ears would thank him-as would numerous callers with product questions-if he could come up with a solution. He decided to put together a "catalog" that encompassed as many of the products made by security manufacturers as his mind could muster.

The result has grown into a computer database called "The Lock Hardware Complete Cross Reference:' and it includes product information from over 70 manufacturers. All information in the Cross Reference is based on ANSI guidelines, manufacturers' standards, and Simon's own function and design expertise.

This database really started out in the mid 70s, when he established a manufacturers representative firm in Texas. He began with representing a lock manufacturer who was not well known in the territory. Customers were given cross references created by Simon so that they could sell and purchase the manufacturer's products. Simon also pioneered an electric strike line with a new cross reference that was later adapted and catalogued by the manufacturer. Both latch bolt projections and spacing vary from manufacturer to manufacturer. He tied into the cross reference with those manufacturers' locks that related to the bolt cavity in their strikes.  

                          "It must have been a good idea:' Simon said, "since it is now used in almost                                       every electric strike manufacturer's catalog?'

He noted that when he started the database, it was printed out on hard copies that grew to weigh as much as three pounds before he computerized it.

              "It would weigh eight pounds if I put out hard copies today, but I'm not in the                         phone book business:' he joked.

The Simon Key Tree:

Simon is a locksmith by trade. He has been involved in the industry for nearly 50 years, and his experience spans that of architectural hardware, locksmith supplies, factory representation, and the manufacturing and engineering of products. The former S & S Key Company (of Chicago), founded by Simon's grandfather, developed into one of Chicago's biggest lock businesses in the 30s. In time, Simon's father Harry took over the company, and it grew to be one of the largest lock service companies in the world by the mid 50s.

Counsel Seekers:

In the mid 70s, Simon and his brother Gene decided to sell their business to the employees, who still operate the store today. At that time, Simon moved to Richardson, TX (a Dallas suburb) and began working as an industry consultant and sales representative for a number of different manufacturers.

And that, said Simon, is when all those calls started pouring in.

          "The problem is product knowledge:' he said. "There is just so much out there that can be applied to everyday tasks?'

Staying Afloat:

Simon is convinced that product knowledge will be the key to developing a successful locksmith business in the coming years. And, said Simon, since it seems like the amount of security products out today could fill a bottomless pit, computers are of the utmost importance.

              "Try doing a spreadsheet like The Cross Reference on an IBM typewriter:' he said "In the locksmith industry, the first necessity was the electric, motor-driven key machine. Then, new phone systems, electric calculators, copy and FAX machines became important If we, in our own business, did not continually take  advantage of new products and technology, we would never have accomplished what we did Computers are a big part of that progression. Who knows what it will be tomorrow?"

          "A computer will help you spend more time cultivating and creating new accounts and less on worrying about your competition," Simon said.

With no end in sight to the menacing stampede of new products, he said, the importance of computers as a tool to corral information is immeasurable.

              "Today, a computer is just as important as a key machine," he said.

Let Me Count The Ways:

There are further reasons for Simon's insistence on computers as a vital instrument in the locksmith's survival. He said that the idea of trying to compete head-on with large mass merchandisers is suicidal. These companies can simply sell mainstream products for less than a smaller business can.

But there is another front that gives locksmiths the upper hand against such competitors. What prevents a mass merchandiser from putting a $500 locking system on the shelf?  

                "Paperwork, red tape and training:' said Simon.    

              "That's where the little guy still has a fighting chance-product knowledge:' he said "The big retailers already have a million products to worry about. That's why they only carry a few products from each industry. Locksmiths, with the help of computers, can learn much more about the kinds of products their customers need?'

Computers can be and are used for as many different things as bookkeeping, generating master key systems and codes (creating databases) and more. The multiple functions of a computer save time and can provide a lock shop owner with a way to cater to his customers.

The Computer Plan:

Using computer technology, locksmiths can provide service to their customer---and Simon says people today want service!

              When you order a pizza from a national chain, they ask for your phone number. In a matter of seconds, they know your buying history, your name, where you live, the kind of pizza you usually order, your mother's maiden name, your brother's occupation, the name of your sixth grade teacher's dog and why you hate shopping for birthday gifts.

OK, so they may not know everything (and we don't mind that). But, they certainly know enough to provide you with better service and they make your life a little simpler in the process. According to Simon, locksmiths need to be using the same strategy to continually communicate with their customers.

"A computer will help you spend more time cultivating and creating new accounts and less on worrying about your competition:' he said "If you spent as much time nurturing your accounts as you do worrying about 'those other guys: you'd be relatively as big as they are:)

Computer Conquest:

Simon said one way it works is to keep a database of satisfied customers and the types of products they use in the company computer. Then, when a new product is released that would benefit a given customer, a message can be sent by mail, phone or (gasp!) e-mail. Even if you don't make a sale that one time, you're communicating with your customers and showing them that you are concerned about their well-being. That's the main goal, right? Simon says:

        "Computers ease the burdens on the workload of locksmiths by helping them build and sustain accounts. Computers give locksmiths an easy way to create a database of their satisfied customers, enabling them to periodically inform their customers of newer and better products?'

About the Author:

Jim DeSimone is a writer,

and is the associate editor of Keynotes.

KEYNOTES  May 1996